Now usually I don’t get persuaded by advertisements. This is going to sound pretentious but I always would want to go against the grain, when there’s an ad trying to sell me something I turn away. However, I do tend to go with the crowd now and then, for an example, I bought and regularly wear timberlands and Adidas Originals. The thing is, and I can’t stress this enough, it wasn’t the ads that convinced me; even though there are a ton of ads that promote males wearing these shoes looking cool. Instead, I looked at all of my favorite artists and they’re wearing them till the day is long.
I do wonder, would this still be considered a different form of advertisement; an unorganized form of endorsement if you will. I ask this because there’s this enormous wave of influential people, who have some kind of connection with their fans, wearing these affordable shoes. That’s a really important point, affordability. Most of the time we see these artist enjoying the fruits of their labor; they’re buying all of these expensive cars, wearing designer clothing, having all these drinks, etc. Then you look at most of their fan base who don’t even buy their music but instead stream it because it’s that much cheaper. So when we see them wear these boots that are relatively affordable, it allows us a small glimpse of what it’s like to step into their shoes.
I fully agree with teenagers being attracted to the lifestyle of popular artists. Having the opportunity to dress like a role model is important in a lot of young persons’ identities even if its only one article of clothing or pair of shoes. In my opinion, the best clothes are the artist inspired/sponsored collections. I especially noticed this when Schoolboy Q popularized the bucket hat. Every guy in class had one and “Collard Greens” could be heard throughout the halls. And even though the general population cannot afford Mclarens and full Gucci suits, they can still feel as though they are a part of that culture.
I’m in the same boat as you on this one. I usually don’t buy what’s directly advertised towards me, but I always buy what some of my favorite artists are wearing. On your concept of indirect advertising, I think you’re absolutely right. Many artists wear the clothes that they are either sponsored by, have previously been sponsored by, or that their peers have been sponsored by. In my own personal context, I initially started to wear Adidas Originals around four years ago because my favorite artist, Big Sean, was wearing them. He was wearing these shoes because his peer and mentor, Pharrell, was endorsed by Adidas Originals. After a couple years, Big Sean was then endorsed by Adidas Originals and got his own shoe, which of course I had to purchase. He recently switched over to Puma as several of his peers now are endorsed by them (The Weeknd, Rihanna, Meek Mill, etc.). This cycle undoubtedly will continue as I’ll most likely end up purchasing Big Sean’s new shoes when they come out sometime next month. So much for going against what’s advertised to me…